As part of its integrated global Spectre campaign, international brewer Heineken has unveiled a new TV spot – titled “The Chase” – which features Daniel Craig as James Bond in a high speed boat chase.
In addition, the brand also announced a digital campaign featuring the world’s first ever selfie from space, dubbed the “Spyfie.” Heineken’s Spectre campaign is said to be the brand’s largest global marketing platform of 2015.
Spectre, the 24th James Bond adventure, from Albert R. Broccoli’s EON Productions, Metro-Goldwyn-Mayer Studios, and Sony Pictures Entertainment, will be released in the U.K. on October 26 and in the U.S. on November 6.
The Heineken spot will be launched mobile-first via Facebook, and will be shown on TV and cinema screens worldwide 24 hours later. Heineken claims it is the only Spectre partner who has created a television commercial starring Daniel Craig.
Heineken’s “The Chase” uses Spectre cinematographers and stuntmen to ensure the action sequences are authentically Bond. The spot features a young woman, Zara, who inadvertently becomes involved in a high-speed boat chase where she helps the world’s most infamous spy save the day.
Additionally, for the “Spyfie” moment, Heineken has partnered with Urthecast to take ultra HD imagery using its camera on the Deimos satellite, currently in orbit more than 350 miles above the Earth’s surface.
Via a relay of technology, Heineken will take a selfie photograph of lucky attendees specially recruited from around the world, who will also take part of an exclusive Spectre screening event in a secret location in early November.
The “Spyfie” content will be bespoke for each attendee of the top secret experiential event, and will be sent to their mobile devices for use on social media.
This campaign celebrates the seventh film of the Heineken / Bond partnership, a relationship that began in 1997. Starting with ‘Tomorrow Never Dies’, Heineken was also involved in ‘The World is Not Enough’, ‘Die Another Day’, ‘Casino Royale’, ‘Quantum of Solace’ and 2012’s ‘Skyfall’.
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